Are the days of influencers telling us what to buy, what to wear, what to watch and who to follow coming to an end?
Times are tough for influencers, with some being investigated for their participation in scams and others being scrutinized for various wrongdoings. And that's not all. Over on TikTok, we're seeing a plethora of videos encouraging consumers to think twice before buying certain influencer-recommended products. Is this the new era of the de-influencer?
Are the days of influencers telling us what to buy, what to wear, what to watch and who to follow coming to an end? Since the beginning of the year, the TikTok community, and more particularly Generation Z, has been indicating that they're fed up with influencers, a communal sentiment that has given rise to the hashtag "de-influencing." This term currently totals more than 150 million views on the platform. It's proving particularly popular in the beauty and lifestyle communities, where it reportedly got its start.